Strategy: How Lifetime Value Differs in Catalog vs. Web

Found ‘It,’ Not You
But not all buyers are created equal, even if they reside in the same RFM cell. The LTV of a Web buyer, for instance, is often not as great as that of a catalog buyer. That’s because buyers who come on to the file through organic or paid search are often “item” buyers, not catalog shoppers. They were looking for a specific item and found it. Mailing catalogs to these buyers because they’re in a most recent RFM cell won’t stimulate repeat purchases, no matter how many catalogs they receive.